The Metrics-Driven Startup: Which Metrics Matter And Why

The Metrics-Driven Startup Which Metrics Matter and Why Hiten Shah Lean LA • September 21st, 2010

Ferrari F430 Spider

152 miles per hour

Most Startups Crash and Burn

Let’s talk about what else is easy.

Stop measuring what’s easy.

Start measuring what matters.

Failure attracted me to The Lean Startup

Vanity Metrics

Actionable Metrics

Are the metrics you are tracking helping you make decisions?

Example SaaS Web App • People sign up and pay online • They first sign up for a 7 day free trial • Then they pay $97 per month

Example SaaS Web App • People sign up and pay online • They first sign up for a 7 day free trial • Then they pay $97 per month What are your assumptions?

Software as a Service Product (Assumptions) Key Actions % of people # of people Visit Site 100% 1000 Sign Up 10% 100 Activate 5% 50 Upgrade 1% 10 Revenue $970 per month

Baseline these key actions and assumptions.

Software as a Service Product (Actual Baseline) Key Actions % of people # of people Visit Site 100% 1000 Sign Up 3.6% 36 Activate 1.2% 12 Upgrade 0.4% 4 Revenue $388 per month

What would you try to improve? Key Actions % of people # of people Visit Site 100% 1000 Sign Up 3.6% 36 Activate 1.2% 12 Upgrade 0.4% 4 Revenue $388 per month

Software as a Service Product (Video Test) Key Actions % of people # of people Visit Site 100% 1000 Sign Up 6.5% 65 Activate 1.8% 18 Upgrade 0.3% 3 Revenue $291 per month vs. $388 baseline :(

Get Inspired!

Software as a Service Product (Inspired Test) Key Actions % of people # of people Visit Site 100% 1000 Sign Up 7.7% 77 Activate 2.8% 28 Upgrade 1.2% 12 Revenue $1164 per month vs. $388 baseline :)

Software as a Service Product (Compare all 3) Key Actions Baseline Video Test Inspired Test Visit Site 100% 100% 100% Sign Up 3.6% 6.5% 7.7% Activate 1.2% 1.8% 2.8% Upgrade 0.4% 0.3% 1.2% Revenue $388 per $291 per $1164 per month month month

Crazy Egg Pricing Before

Crazy Egg Pricing After

Crazy Egg Pricing Results • Before - 150 sign ups per day • After - 15 sign ups per day • But revenue doubled in the first month!

Start measuring what matters.

Questions? Got questions? Want advice? Email Me! hiten@kissmetrics.com

The Metrics-Driven Startup: Which Metrics Matter And Why

by LeanLA on Oct 20, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

Statistics

The Metrics-Driven Startup: Which Metrics Matter And Why — Presentation Transcript